successful social media strategy must integrate three key components:
“social,” “local,” and “mobile.” According to a recent special report in
the Nation’s Restaurant News, $159 billion of U.S. retail sales in 2012 were influenced by SoLoMo.
Over 116 million people own smartphones. In July 2012 alone, 90 million
American had accessed retail information on their mobile devices.
Additionally, 38% of mobile users opted in to receive location-based
promotional text messages and that 18% used a location-based social
media app such as Foursqure to check in at a venue. How can any business
come up with an excuse of not participating in SoLoMo?
following include some best practices and direct quotes from the
report. For example, Texas Roadhouse initiated a “TextUs Loyalty Club”
campaign. The redemption rate reached 17% during a six month trial
period, much higher than those using other media sources.
Nearly two fifth of Pita Pit’s new likes came from smartphone users on Facebook’s app.
listened to our most passionate fans and found exciting ways to get the
Cool Ranch (Doritos Locos Taco) in their hands before it was available
nationwide… We doubled our YouTube views in one month and saw our
engagement go through the roof… (We) start with listening to what is
trending and what our consumers are saying.” --- Tressie Lieberman
(@tresslieberman), Director of Digital and Social Marketing, Taco Bell, a
Division of Yun! Brands Inc.
just starting to look at Vine and Instagram, and we’re asking our
customers how they’d interact on that platform (Vine).” --- Caroline
Masullo (@CMM2B), Director of Digital and Social Marketing, Pizza Hut, a
Division of Yum! Brands Inc.
and sales are the most critical (return on investment) measures. We
also measure brand perception and likelihood to suggest the brand or
menu item (to friends). We also pay close attention to how our community
is growing.” --- Jill McFarland, Senior Manager of Digital and Social
Media, Applebee’s, a Division of DineEquity Inc.
is a more casual and conversational medium than Facebook and really
lends itself to interacting with consumers in a fun way. A&W has
such a great mascot that we want to utilize as much as possible, so why
not put Rooty in charge of guest listening?” --- Rooty and Great Root
Bear, Mascot and Spokesbear, A&W Restaurants Inc.
hired, Wion was charged with aligning McDonald’s U.S. social media
strategies and tactics with U.S. and global disciplines…We have
guidelines on how people talk about their jobs in their own social
feeds. Our customer service team has been a part of our social media
efforts from the beginning, and our insights teams work more with us, as
well, taking what we monitor in social and using it to inform
operations, culinary and HR.” Rick Wion, Director of Social Media,
a professional in social media field, what lessons do you learn from
these best examples and social media strategists? What other best
examples may you share with us?
a customer, which mobile app has the most engaging experience (with
you)? What are the cool mobile apps that you are using? Do you mind
recommending some of those cool apps to us?